1. Choosing Topics and Keywords

As I mentioned above, (if I don’t get content strategy, then) I always go for the very product-centric keywords that a visitor is looking to try, or buy in contrast to top-of-funnel topics that may not have a clear product tie-in.

I choose the specific keywords and LSI keywords for the pillar pages and then categorize them by the bottom of the funnel, middle of the funnel, and top of the funnel for cluster content pages.

This could go anything like this:

– Your brand vs. your competitors

– Your Brand’s alternatives

– How your brand can do magic for any specific industry

And, this requires in-depth customer research and information from you (people who understand the brand like no one else) to accurately describe the features in detail.

2. SERP Analysis

Who tells you best than Google what is ranking and why it is ranking?

Moreover, what is the fun of writing content that possibly does not rank even if it is written well?

So, SERP analysis is one of the most important steps of my writing process as it provides the fundamentals for understanding the search intent and the topics to be covered to rank for a given keyword.

It provides an idea to include the keywords that could bring a steady flow of organic traffic for sustainable conversions over the long term.

You must be wondering how SERP analysis can show this much information.

Let’s walk into this.

1. Analyze the titles, page types, and sources of existing page one SERP.

Titles and page types reveal the types of content ranking for our intended keywords. It could be list posts, how-to articles or guides, landing pages, or any other content form. But they are definitely the kind of content that Google is already thinking is best for that keyword.

I start by noting the sources of the top results to understand who we’re competing against. It provides a clear picture of exactly what the existing results are doing and be intentional about what I am going to do with your content type.

In short, I take the idea from the results and do better to meet the search intent with the same type of content (safe option) or with the type of content that you think could perform better (add infographics or missing data information).

2. Take a look at the topics discussed in those posts or pages, and identify any topic that keeps popping up

I scan or read the top results on the first page and pay attention to the topics that are discussed especially those listed throughout the page. I take notes on topics that come frequently as it indicates that these need to be covered in our content for it to rank.

3. Find out what works and what doesn’t for each page/article/blog

What can provide you better insights than Google itself that which content is performing well or which is doing badly?

I scan the SERPs and understand the strengths and weaknesses of existing top results which allows me to incorporate elements in our content that can work well to create a better piece of content.

4. Determine the searcher’s intent for any keyword

After going through the top results, I summarize the core intent of the users searching for that keyword. It gives a reference point to create content that keeps the bouncing rate low and satisfies the users to get them into the conversion funnel.

3. Content Interviews with the right people

Most of the time, you (the B2B Brand people) know more than Google.

While creating such content, I often conduct interviews with my clients for covering necessary topics thoroughly, find unique angles and highlight the most relevant and compelling features to be covered for that piece of content.

Don’t be scared.

The interview would include the following mix of questions:

1. Target Audiences’ Pain Point – What are the challenges and problems your potential customers are facing and are required to be covered in that post?

2. SERP Topics – What is your perspective on the topics that need to be covered along with the sub-topics to form a proper cluster and pillar pages?

3. USP – How do you think your product is different from what is already there in the market or what your audience is currently using? How your product is solving the pain points (mentioned in point 1)?

This process could be a call or a form with whoever at the company is the best person to speak on that topic.

4. Selecting the right content type and structure

When it comes to SaaS Content writing, it is more than writing insights.

It also includes how the blog or article is structured in terms of subtopics or subheadings included in that post.

When I am referring to a blog’s structure, I am specifically referring to the subtopics that I’ll discuss in a piece of content, each defined by the subheading (e.g. H2, H3, etc.) and the order in which they’ll be presented to achieve the minimum bounce rate.

Why I am influencing on Subheading?

Because in SaaS readers don’t have much time to read the blog posts word by word, they scan. They look for what they care about through the subheadings and read that specific part fixing their problem.

Generally, I decide on what each subheading will cover before I begin filling in the content of an outline and actually writing the blog.
(I always share the outline with you before creating the final blog).

5. Writing

After doing all the magic work above, I’ll begin the first draft of a piece.

I focus on four things while creating B2B SaaS Content:

1. Get the intro right – I don’t want the readers to run away from the beginning only.

2. Incorporating specificity or originality – I want them to believe what they are reading to trust your brand.

3. Being detailed and backing up statements with compelling reasoning – I want them to get influenced by the solutions we are offering.

4. Selling the product – Yes! Don’t expect me to not include your brand in the content. Blogs are like any other touchpoint in the sales funnel. And, it’s the right time to start treating them like one.

(You will be updated with all the progress through Google Docs and emails).

6. Editing and On-Page SEO for the final draft

Now, this is the final step of my writing process where I edit the blog and polish it off with on-page SEO.

I will make any necessary changes to headings and subheadings for ranking purposes by using tools like Hemmingway, Clearscope, etc. to get as many relevant SEO keywords throughout the post as I can.

No, I am not talking about keyword stuffing, but which keywords to include and which to leave out to get quality content.

After finishing this step, I will share the content with you for any feedback or revisions.

7. Revisions

How many revisions would I provide?

Well, the answer to this is – Till you feel satisfied.

I like to work as a team and finish the work like one of the team members. My purpose is not only to deliver the content, but to help you hit the content goals.

I will also share the Content Optimization Report for all the published content that would provide you with how your content performs with the top results in terms of content quality.